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Marketing

Theory and Practice

  • Textbook
  • © 1983

Overview

Authors:
  1. Michael J. Baker
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  2. A. J. Brown
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  3. Douglas Brownlie
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  4. Keith Crosier
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  5. Jennifer L. Drayton
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  6. Anita Kennedy
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  7. Joanna Kinsey
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  8. Stephen T. Parkinson
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Part of the book series: Studies in Marketing Management (STMM)

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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xiv
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  2. The Foundations of Marketing

    1. Front Matter

      Pages 1-1
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    2. Evolution of the marketing concept

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 3-13

    3. The need for theory in marketing

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 14-32

    4. The sources of marketing theory

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 33-51

  3. Evolution of Marketing Thought

    1. Front Matter

      Pages 53-53
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    2. Consumer behaviour

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 55-81

    3. Buyer behaviour

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 82-114

    4. Marketing communications

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 115-163

    5. New-product development

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 164-183

    6. Diffusion theory and marketing

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 184-195

    7. The distributive trades

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 196-245

    8. Channel management

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 246-291

    9. Analytical frameworks for strategic market planning

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 292-356

  4. New Directions in Marketing

    1. Front Matter

      Pages 357-357
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    2. Extending the marketing concept

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 359-370

    3. Marketing under attack

      • Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy et al.
      Pages 371-381

  5. Back Matter

    Pages 383-426
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Keywords

Bibliographic Information

  • Book Title: Marketing

  • Book Subtitle: Theory and Practice

  • Authors: Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy, Joanna Kinsey, … Stephen T. Parkinson

  • Series Title: Studies in Marketing Management

  • DOI: https://doi.org/10.1007/978-1-349-06853-1

  • Publisher: Red Globe Press London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Macmillan Publishers Limited 1983

  • Edition Number: 1

  • Number of Pages: XIV, 426

  • Additional Information: Previously published under the imprint Palgrave

  • Topics: Marketing

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